Am I charging the right price for advertising?
When the steam ran out of market growth for a leading regional newspaper group, they asked Ocean to assess their advertising pricing in a single local marketplace. We found a pricing model set back in the mists of time, and pricing levels which made little sense in the marketplace. By analysing internal sales data and interviewing customers, Ocean was able to build a model of key pricing decisions and their impact on the client’s performance. We then developed a number of improvements to the pricing model and level and, with the client, created a detailed implementation plan. In a tough market, with no organic growth, the client was able to secure growth of over 10% in revenues, mostly falling straight to the bottom line.
